奥迪中国公司市场营销策略研究摘要随着中国汽车工业的快速发展，汽车市场营销管理研究开始受到越来越多的关注，许多机构开始对中国市场汽车营销展开专门的研究。通过新产品的研发，以及不同消费群体和不同消费观念的研究，帮助各汽车厂商建立合理的营销策略，进一步提升企业的竞争力，抢占市场份额和巩固客户群体，从而提高公司的营销管理水平，为企业实现跨越式发展提供具有价值的观点和谋划。本文作者结合科特勒的STP战略、市场营销等理论知识与企业营销实践相结合。以一汽大众奥迪汽车为研究栽体，通过对企业情况、汽车营销整体环境、竞争对手进行分析，以及对我国乘用车市场和高档豪华轿车进行市场细分，对不同用户喜好进行调查研究，对奥迪中国做出市场定位，制定出奥迪中国的产品策略、价格策略、分销策略、营销策划方案。
关键词 奥迪中国；营销策略；SWOT分析；STP分析
The Research into the Marketing strategy of Audi of China
Abstract
With the rapid development of the auto industry in China, the automotive marketing research has been more attractive marry institutions begin to conduct their special researches on China automotive marketing. Through the study on new product development, the various consumer groups and different concepts of consumption, they help auto markers in developing appropriate marketing strategies, enhancing their competitive capability, seizing market share and consolidating customer support. In such way, they improve the companies’ marketing management level, and provide valuable views and plans for enterprise development with leaps and bounds.
This paper is a combination of the marketing theory, Kilter’s STP strategy and the marketing practice of companies. It focuses on the sales of Audi of China cars. Through the analysis of enterprise background, the overall condition of automotive marketing, competitors, the various customers’ preference, market segmentation of the whole car market and the high level luxury car market in China.
Keywords Audi of China; market segmentation; marketing strategy
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